Steve Lomax's 'Driving Business Online' presentation- A short review

This new blog post will focus on the role of personalised email and discuss relevant examples mentioned in the presentation.

 

In this presentation Steve Lomax provided a a good information regarding email marketing and how organisations are improving the email marketing process by focusing upon consumer personalisation and segmentation. 

 

Within the presentation current online marketing strategies used by Boden and HMV were mentioned and how their use of customisation and sophisticated email marketing has improved their sales and revenue. 

 

Personalised and customised emails have the ability to target different consumers in different markets. Companies are increasingly adopting sophisticated email marketing strategies to create stronger brand awareness and also increase revenue through sales. Boden's case, among many others, a strong return on email marketing investment has been made.

Techniques made in Boden's case to ensure the right products and advertisements were being directed to the right consumers are a follows: 

• To segment the market, consumer website behaviour, click rates and previous purchases were taken into consideration
• Email content and images used are customised to certain customers
• Boden moved away from 'one size fits all' strategy and targeted different segments of the market with different offedrs and products

Boden also understood the importance of product reviews and ratings. Steve Lomax suggested that a strangers feedback on a product is more trustworthy compared to a company marketing message. This being due to the biased aspect being removed. To secure sales, Boden applied various techniques:

• 43,000 reviews were collected to improve consumer buying decisions
• Product review forms were emailied to customers who had recently purchased a Boden product and publicised the feedback online

HMV successfully adapted sophisticated email by implementing marketing tools into their order confirmation emails to increase brand awareness.

• Over 100% of these emails are opened by consumers
• Emails included cross sale messages and product advertisements to attract consumers 
• Basket updates and out of stock messages also contained cross sale messages

Lecture can be seen online at http://www.seminarstreams.com/seminars/seminar-player.aspx?sid=IKFm9Ag7PLI%3d